This post was originally published in April 2017 and completely updated in September 2020.
Not sure if a blog is the right move for your brand? Check out these blogging statistics.
Blogging is an exciting, dramatic way to grow a brand – and almost everyone is doing it. (That’s why blogging statistics are available in droves. Marketers have been studying it for ages.)
According to HubSpot, 90% of B2B and 70% of B2C businesses are using content to promote brand awareness, increase ROI, and build authority in their industry. (That’s up from 34% way back in 2008.)
We’ve been blogging for nine years. It’s accounted for 99.9% of our entire client base, presence, and revenue. However, you don’t necessarily need to put in a decade of work to reap the benefits of blogging.
Why? Because as of today, 92.96% of the world’s entire global traffic comes from Google: Google search, Google Images, and Google Maps. (Sparktoro)
Blogging statistics overwhelmingly show that your blog is your key to getting discovered in 2020 and beyond.
Need more convincing?
Check out 53 powerful blogging statistics in this post, grouped by seven core topics:
1. Blogging Statistics: The State of Blogging in 2020
2. Posting Frequency ROI & Blogging Stats
3. What Blogs Do for Marketing (Statistics)
4. Reader & Customer Behavior Blogging Statistics
5. Post Length Blogging Statistics
6. Format & Content Blogging Statistics
7. Blogging Statistics Earnings
Let’s get into it!
90% of B2B and 70% of B2C businesses are using content to promote brand awareness, increase ROI, and build authority (@HubSpot). This + 53 more incredible blogging statistics, now on the Write Blog 🔥🔥 Click To Tweet
Blogging Statistics on the State of Blogging in 2020
The first blog appeared in 1994, written by U.S. journalist Justin Hall. By 2000, the number of blogs had grown to 23.
That’s a totally laughable number when you think about the size of the internet now. Blogging is more popular than ever among both individuals and businesses. Here are five blogging statistics to give you a sense of just how big the blogosphere has become.
1. 77% of Internet Users Read Blogs
2. There Are 600 Million Blogs Online Today
3. There Are 409 Million Readers on WordPress
4. Each Month, 77 Million Comments Appear on WordPress Blogs
5. And There Are 31.7 Million Bloggers in the U.S. Alone
Yep, you read that last one right.
31.7 million people – just shy of 10% of the U.S. population – serve up blogs to the 4.57 billion people connected to the internet. (In other words, your total audience potential lies somewhere around 3.5 billion readers.)
31.7 million bloggers in the U.S. alone?? 🤯🤯 That's 10% of the population, *and* they're serving the 4.57 billion people who use the internet. Whoa. (More amazing blogging statistics this way 👉) Click To Tweet
Despite the rise of video content, these blogging statistics show the popularity of written articles continues to grow. A big part of that is thanks to the ubiquity of content strategy and marketing, which advocates the creation of thoughtful, high-quality content that shares valuable information with readers.
Another part is blogging is easier than ever to get into now, with intuitive platforms springing up allowing users to publish their thoughts quickly and easily. (Medium, anyone?)
Of course, if you’re looking at these blogging statistics and feeling overwhelmed by the numbers, fear not. The most popular form of blogging is actually microblogging. Tumblr alone is home to 475 million of these microblogs – and yes, they’re counted in the 600 million blogs above.
(BTW, here’s a closer look at some popularity statistics among blogging topics.)
Over half the world is online, and a third are on social media. Source: Statista
Blogging Statistics on Brand Visibility
If you want Google to notice your website, you need a ton of relevant content it can crawl and index. You want to show Google you have the answers searchers are looking for – and what better way to do that than have a blog? These blogging statistics show that it works.
6. Websites with Blogs Have 434% More Indexed Pages than Websites without Blogs
7. Blogging Helps You Gain Up to 97% More Links to Your Website
8. Increasing Your Blogs by 100% Gives You a 300% Increase in Traffic
9. Businesses with Blogs Get 2x More Email Traffic than Businesses without Blogs
10. Brands with 400 Blog Posts Have 3x More Leads than Brands with 100 Blog Posts
With a blog, you’ll be able to produce page after page of optimized content. This gives Google more to index – up to 434% more than websites with no blog. But it takes time.
Blogging isn’t a get-quick-rich scheme, but it can potentially become a get-results-quick scheme if you’re doing it right. If you want to boost your brand’s visibility and reap the benefits of getting found in the SERPs, you need to do a few things.
- Publish consistently. We’ll look at the blogging statistics on publishing frequency below. But for now, drill into your head that consistency is key. (Keep repeating until you believe it.)
- Put out high-quality content. You’re gunning for 400 posts, but quality still matters over quantity. High-quality posts bring traffic and we know backlinks are gold to content marketers.
- Set up your technical SEO. From SEO-friendly URL structures to metadata, ensure you’re making your content easy to find.
- Mind Your CRO. CRO stands for Conversion Rate Optimization. It’s a set of activities that you take to boost the conversion rates of your content.
- Consider delegating to maintain consistency. Crafting four blogs per week is a huge deal if you’re already tied down to all the duties of running your business. If you’re having a hard time writing blogs to publish consistently, it’s an excellent idea to delegate the task to skillful expert and authority writers.
Blogging Statistics on Posting Frequency
How often should you post? This was a subject of raging debate for a long time in the blogosphere, with answers ranging from as much as possible to merely monthly. Here’s a roundup of blogging statistics around posting frequency to give you a sense of what everyone thinks.
11. 68% of Bloggers Who Publish Daily See Strong Results
12. Posting 16 Blogs Per Month Will Give You 3.5x More Traffic than Posting Less than 4 Blogs/Month
13. 66% of Bloggers Produce a New Post Just a Few Times Per Month
14. Posting 3 Times Per Week is the Sweet Spot for Increasing Traffic & Brand Awareness
There’s a close relationship between publishing blogs consistently and success – but how much is too much?
Between research by Hosting Tribunal, OptinMonster, and HubSpot, we can easily see that there’s no one right answer when it comes to posting frequency.
It all depends on you, your brand, and your goals for your blog. But we can glean a few things from the various studies:
- Posting more than once per week sees the best results
- Posting daily is acceptable – if you have the time and energy for it
- The slight majority are updating their blog once per week or less – keep this in mind as you read through these blogging statistics
Here’s what HubSpot recommends for posting frequency depending on your blog size and goals.
Blogging Statistics on What Blogs Do for Marketing
If you’ve spent any time hanging out with marketers, you know they’re obsessed with data. It’s no surprise that a whole wealth of blogging statistics related to marketing exist. Let’s look first at what blogging does for lead generation, then poke around at the metrics blog owners like to use to measure success.
15. 57% of Marketers Say They Gained New Customers through Blogging57% of marketers say they gained new customers through blogging, via @optinmonster 🙌 Blogging is AMAZING for lead generation. Click To Tweet
16. B2B Companies with Blogs Get 67% More Leads than Those Without Blogs
17. Blogs Are Among the Top 3 Most-Used Formats in Content Marketing
18. Using Blogging as a Marketing Strategy Gives You a 13x Bigger Chance of Achieving Satisfying ROI
19. Some 55% of Brands Identify Blog Creation as a Major Priority in Marketing
These stats are important because a ton of old lead-generation tactics are no longer working. When you do old-school email marketing and use repetitive landing pages, people only feel annoyed and frustrated with your brand.
Likewise, paid ads are expensive, and they stop generating leads the second you stop paying for them. Besides, more and more people are avoiding them. Some 47% of internet users have an ad blocker extension on their browsers. (Even those who don’t use one seldom respond positively to paid ads.)
It’s all too easy to spend a ton of money without enjoying the ROI you’re looking for.
In contrast, blogging converts people in a special way.
It isn’t like advertising, which interrupts what people are doing and shoves (often unwanted) information in their faces.
Statistics show that blogging works in just the opposite way. People come to you looking for solutions to their problems. You improve their lives with great blog content. In the process, you form a strong relationship of trust.
If you’re unsatisfied with your paid ads, try blogging. The ROI might surprise you.
But, remember, you have to track it…
20. 34% of Bloggers Check the Analytics of Each Blog They Post
21. 76% of Companies Use Organic Traffic to Measure Content Success
It’s not enough to type up a blog post and hit publish. You also need to find out if readers like it. Yet, surprisingly, these blogging statistics show the majority of bloggers still aren’t using analytics.
If you aren’t tracking the success of your blogs, you have no idea if your message is hitting your target audience or if it’s scaring away potential customers.
Do they read the whole blog? Do they share it? Do they click through to other pages on your site?
To find out the success (or failure) of your posts, you can use tools like Ahrefs and BuzzSumo. These services will break down your traffic and content performance to give you a clear idea of where you stand.
For in-depth guidance and education on how blogging and marketing work together (and how you can make them work for you or your client’s brand), check out the Content Strategy & Marketing Course.
Blogging Statistics on Reader & Customer Behavior
Do you spend time studying your readers? Most good marketers do, and we have a bunch of blogging statistics on reader behavior as a result.
Let’s start with how your blog influences perceptions about your credibility and trustworthiness (which is great for SEO and sales). Then, we’ll look at some specific reader behaviors that might influence interactions with your blog before rounding it off with a look at the customer journey.
22. 68.5% of Buyers Say a Blog Makes a Website More Credible
23. 62.96% of Readers Consider Blogs with Multiple Authors Trustworthy
24. Blogs Are Considered the 5th Most Trustworthy Online Source Type
You’re an expert on what you do, and your blog is the place to show it. When you update your blog consistently with authority-level content, readers can’t help but form a high opinion of your brand.
Of course, that’s not the only reason why blogs positively influence trustworthiness and credibility. Remember, blogs got their start as niche places for individuals to share their thoughts. Today, that perception remains, and readers view blogs as a candid expression of the people behind the brand.
So, don’t be shy. Show off the human expertise and intelligence that got you into business in the first place.
25. 73% of Readers Skim Blog Posts. Only 27% Consume Them Thoroughly.
26. People Report Higher Rates of Multitasking When Reading Blog Posts
27. The Average Reader Spends Only 37 Seconds on a Blog Post
Newsflash: The average reader spends only 37 seconds on a blog post, via @TechJury ⏱ People are in a rush online, but that's not a bad thing as long as you're prepared. Get tips + more blogging statistics on the Write Blog ➡ Click To Tweet
People are in a rush online, and these blogging statistics show it. Only a tiny percentage of users will actually sit down and block off enough time to carefully read a blog post from start to finish.
That’s not necessarily a bad thing – if you’re prepared for it. In general, you should assume people came to your blog looking for answers and they’re going to bounce to a more efficient article if you don’t provide them quickly enough. Therefore, do:
- Make your blogs skimmable. Use short paragraphs, plenty of headers, and call out the most important points visually so people see them.
- Use strong hooks and captivating ledes, then deliver. Hook them by firing up their curiosity, then build trust by delivering on what you promise.
- Include information they can’t find elsewhere. People are more likely to scan if they’re stumbling on info they’ve already read.
28. People Are 61% More Likely to Purchase from a Company that Produces Unique Content
29. 34% of Buyers Will Make an Unplanned Purchase After Being Convinced by Quality Content
30. 71% of B2B Buyers Read Content During the Buyer Journey
You already know that blogging is an excellent strategy at the top of the sales funnel. It sets up your brand as an authority and helps you gain new leads.
However, blogging is also great for the consideration and decision stages. There’s special content like case studies and infographics you can produce to gently lead a buyer to desire your product or service.
Buyers today are skeptical. They aren’t as easily “sold” or “closed” as they used to be.
So, before deciding on a product, they do research. They read reviews. They study blogs. They come to a decision only after all that.
As marketers, we all love it when people at the very top of the sales funnel pull out their wallets and buy.
However, it isn’t too common. Usually, it takes people time to decide on buying something.
This is where amazing content comes in. Want conversions? Make sure your content is up to par.
Blogging Statistics on Post Length
If you’ve been hanging out on the internet for a while, you’re familiar with the history of content.
Remember the days of 300-word articles that aggravatingly clogged up the SERPs? Thankfully, those are loooong gone, as Google seriously raised the bar with what it considers “quality” content.
As a result, blog posts are longer all around – and they take longer to write. But these blogging statistics show they also generate way more traffic, too.
31. It Takes an Average of 3.5 Hours to Write a Blog Post
32. Blog Post Length Averages Between 900-1200 Words
33. Headlines With 14+ Words Get Twice as Much Traffic and Shares
34. The Sweet Spot for Blogs is Between 2,250-2,500 Words
35. Articles Over 3,000 Words Get 3x More Traffic, 4x More Shares, 3.5x More Backlinks
Blog articles over 3,000 words get 3x more traffic, 4x more shares, and 3.5x more backlinks, via @semrush 🤯 Click To Tweet
Gone are the days of the micro 500-word blog.
Today, expert bloggers are investing huge chunks of time into crafting detailed, value-rich posts. This accounts for blog posts getting longer than ever and including guides, infographics, stats, case studies, and expert advice.
Five years ago, most bloggers wrote a post in under two hours. Jump to 2020, and we see higher-quality blog posts written in 3-4 hours.
Is the extra time worthwhile? Yes! Long-form content is closely related to success. This is because “big content” gives searchers everything they’re looking for in one single source.
In fact, 56% of bloggers say spending 6 hours writing a blog post gives them excellent results.
Of course, despite these article statistics suggesting longer is better, it’s possible to overdo it on the long-form content, too.
Just because blogs over 2,000 words get the highest engagements doesn’t mean you should go ahead and write a 10,000-word guide every week. You’ll scare off readers and eventually burn out.
Therefore, while posts can range from 900 to 3,000 words, make sure you create a post to the length that’s needed – not the length that you think Google wants to see.
Posts have gotten longer thanks to reader expectations and Google’s content quality requirements. Source: Orbit MediaWhat's the right blog post length? 🤔 While posts can range from 900 - 3,000 words, make sure you create a post to the length that’s needed – not the length you think Google wants to see. 🎯 Click To Tweet
Blogging Statistics on Format & Content
A list of blogging statistics wouldn’t be complete without looking at all of the data around blog post formats and the type of content that tends to go into them. Let’s work our way through a blog post, from headline to CTA, and see if we can glean insights into the ideal post, shall we?
36. Headlines Between 6-8 Words Can Increase Your CTR by 21%
37. 36% of Readers Like to Read List-Based Headlines
38. 17% of Readers Prefer How-To Headlines
You can write the most amazing blog articles in the world. But without catchy titles to top them off, no one’s going to read them.
A good title will not just catch eyeballs and stop scrolling in its tracks, but it will also tell your readers a lot about the contents of the article itself.
For example, consider these two titles:
Title 1: How to Lose 10lb in 4 Weeks Easily
Title 2: 5 Easy Ways to Lose 10lb in 4 Weeks
They’re the same topic with mostly the same words, but they each convey a very different vibe. It’s exactly these vibes that determine whether someone clicks on your article or not.
Go ahead, try it out. As a reader, which headline would you click?
If you chose headline number two, you’ve chosen a list-based headline.
It might contain the exact same information as found under title one, but doesn’t it feel … easier and more full of choice?
39. Featuring an Image Every 75-100 Words Gets You 2x More Shares
40. Using Your Own Photos Converts Up to 35% More Than Using Stock Photos
41. Articles with Images Get 94% More Views Than Those Without Them
According to statistics, blog articles with images outperform those without them by a lot.
No want wants to read pages of never-ending paragraphs. People want light, easy reading with a ton of visuals to keep them focused and entertained.
Besides that, your readers want to feel a deep connection with you. They want to see your brand on a personal level. That’s hard to pull off when you’re using a bunch of generic stock photos.
So, get candid on your blog. Snap real photos of what’s going on in your company. Show readers what’s happening behind the scenes.
42. 77% of Bloggers Publish How-To Posts77% of bloggers publish how-to posts, via @orbitmedia 📝 That's because how-to's are easy to write, informative, and straightforward in a way that helps readers. 👩🏫 Click To Tweet
43. 40% of Bloggers Say Guides and eBooks Promise Strong Results
44. 60% of Bloggers Guest Post
45. 35% of Bloggers Publish Original Research
46. 85% of Bloggers Say Original Research is Effective
How-to posts are easy to write, informative, and straightforward in a way that help readers. But, do you remember the days of eHow?
Unless those how-to’s are super niche, they can also be super short-lived.
They’re also not the only option. This collection of blogging statistics reveals the importance of publishing various types of blog content geared toward multiple parts of the customer journey. Blog posts lure people off the search engine and onto the site. Original research draws them further into your web of expertise. Freemium content like eBooks and guides land you emails, subscriptions, and leads.
Pretty neat, isn’t it?
Your blog is part of your sales funnel, so load it with content that helps your efforts! Source: Oberlo
47. 34% of Bloggers Update Old Content for Greater Results
48. 88% of Bloggers Say Gating Content Is Effective
Finally, what are bloggers actually doing with their content to make it most effective at capturing readers and leads? There are two primary strategies: updating content and gating content.
Gating means putting your blog behind lead gen forms, one of which is an email address form. Almost all bloggers who do this report strong results.
Updating old content is an SEO best practice. Google doesn’t want to serve up anything stale, so revisiting your blogs to double-check their facts, statistics, or information is always good.
When you produce a stellar piece of content, it can rank highly on Google for years. Keeping it updated is the best way to help it maintain its place in the SERPs. In general, I recommend conducting content audits:
- During moments of industry upheaval. If something recently changed in the industry or new research was released, now is a good time to audit your content.
- When you notice content slipping in ranks. Slipping content means that readers are finding something else more valuable and Google has noticed.
- Ideally, revisit your old blog content monthly. Having some sort of tracking system, such as a spreadsheet, can help with this.
Blogging Statistics on Earnings
Blogging is huge… So, what is everyone really earning from it? The following blogging statistics shed light on that question. Take a look at them – they’re pretty eye-opening.
49. Two-Thirds of All Bloggers Are in It for the Money
50. Only 31% of Bloggers Make Money from BloggingOnly 31% of bloggers make any money doing it, via @99firms 💸 The money-makers have one thing in common: a #contentstrategy backing them up. Click To Tweet
51. Only 2% of Bloggers Earn More than $150K Per Year
52. High-Income Bloggers Rate the Importance of Social Media 19% Lower Than Low-Income Bloggers
53. Former Blogger Bill Simmons Still Earns $7-9 Million Per Year
Only 2 out of 100 bloggers earn more than $150K per year.
Depending on how you approach it, this could be either good or bad news. It’s bad news because most people are in it for the money. And even though there are 500 million blogs online, only a tiny margin of those blogs earn a sizable income.
It’s good news because there’s not as much competition out there as you think. With a powerful content strategy in place, you can easily become one of the 2% of highly-successful bloggers.
Plenty of people blog about their personal experiences, travel, or anything that pops into their minds. They’re part of the 69% of bloggers who won’t make a single cent out of their writing.
The 31% who do make money blogging have a monetization plan to back them up. What are they doing?
- Content strategy and marketing. Content strategy is exactly what I did to win success with Express Writers. It’s why 99% of new business comes through my blog.
- Publishing frequently and consistently. Remember when I said most bloggers aren’t publishing frequently? Their earnings reflect that.
- Identifying high-value niches and producing strong topic clusters. Some niches naturally earn more money than others. Here’s a list of niches to consider that are actually profitable.
Remember: Topic clusters help organize your site and signal to Google you’re an authority on a topic. Source: HubSpot
53 Blogging Statistics Give You a Reason to Blog in 2020 and Beyond
In 2020, it has become even harder to reach prospective clients. These blogging statistics show how powerful blogs continue to be.
Hopefully, you’ve gotten an idea or two from them.
Remember: One-third of all internet users use an ad blocker. $35 billion is lost each year because people no longer see ads.
So, instead of pushing your brand into people’s faces, why not make them come to you on their own? Why not create huge value for them so they can’t help but return to you again and again?
In 2020 (and beyond) there’s a ton of reasons to blog. Here are the top key takeaways from these blogging statistics:
- Blogging gets results. You’ve seen it in the blogging stats listed above. 70-80% of internet users prefer organic results to paid ads. 57% of marketers gain new clients through blogging. People are 61% more likely to purchase products from a company with unique content.
- There’s a wealth of information on blogging to help you come up with blogging best practices. These blogging statistics can help you get started and point you in the right direction.
So, are you ready to succeed with your own killer blog?
Need stand-out content for your blog? We’re here to help you. Visit our content shop for pricing.